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Crushing the Boulder
User Experience for
Lean Startups
1-day workshop




  WED, NOV 7, 2012
Ask yourself:
  What 3 assumptions about your customers
  do you have that, if you are wrong, your
  business will fail.



    Write down 3.




LUXR.CO   Nov 2012
Who’s in the room?
      •   Name
      •   Company
      •   Context (startup, enterprise, consultancy)
      •   Role (biz/product, developer, design)
      •   1 of your assumptions
      •   1 weirdness / awesomeness




LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
Bento                 Core
 Boxes               Curriculum Residency Workshops
 Practical,          Learning         8 weeks to    Core concepts
 hands-on            products for     awesome for   and hands-on
 learning for        accelerators &   early-stage   activities for
 entrepreneurs       education        teams.        everyone.
 worldwide.          programs.


LUXR.CO   Nov 2012
TWEET!
                      Tristan Kromer
                       www.luxr.co

                       @LuxrCo
                      @CleverGirl
                      @KateRutter
                     @JeanaAlayaay
                        @TriKro

LUXR.CO   Nov 2012
This is not...
 A class on how to
                               (how do you know itʼs awesome?)
 produce an awesome UI


A session on making            (how do you know these arenʼt
production wireframes or           a waste of valuable time?)
photoshop comps


 A “perfect approach” or         (100s of entrepreneurs have
                              used these techniques to define
 a rigid point of view on        their own unique Great UX.)
 Great UX.
LUXR.CO   Nov 2012
This is not...



                     dogma




LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
Disclaimer

          I am not an expert in your business.

          Only you can be the expert
            in your business.

          My job is:
           • to ask the unasked questions;
           • to challenge assumptions;
           • and give you tools to succeed.




LUXR.CO    Nov 2012
Today we’ll cover...
                     I. Lean + UX Fundamentals
                     II. Three Lean UX experiments:
                        1. Get to Know your Customer
                        2. Act on Customer Needs
                        3. Measure What Matters
                     III. Bring it all together



LUXR.CO   Nov 2012
What is this stuff?!?!

                 I : Lean UX Fundamentals
                        What is Lean Startup?
                              What is UX?
                     What is UX for Lean Startups?




LUXR.CO   Nov 2012
Lean Startup?




LUXR.CO   Nov 2012
Lean Startup is NOT

                      Cheap Startup

                       Fast Startup

                     Shortcut Startup
LUXR.CO   Nov 2012
Lean Startup is NOT



                     Low-Ambition


LUXR.CO   Nov 2012
Lean Startup is NOT



                        Anti-Vision



LUXR.CO   Nov 2012
Get out
                       of the
                     building!




LUXR.CO   Nov 2012
Don’t go to market,!
                         maximize learning"
                        Steve Blank introduced
                        Don’t go to market,!
                       “Customer Development”
                         maximize learning"
                               in ~2006.
  The big idea...




                     Learn"            Execute"
                               P/MF"
LUXR.CO   Nov 2012
                     Learn"            Execute"
Build,
                     Measure.
                      Learn.




LUXR.CO   Nov 2012
Eric Ries wrote
                          a blog post on
                          Sept 8, 2008
                          titled “The Lean
                          Startup.”
   The big idea...


                     +                 +
    make products                            reduce
                         incremental
     customers
        want               releases           waste
LUXR.CO   Nov 2012
Lean Startup advocates...




  • Experiments
  •!Validated learning
LUXR.CO   Nov 2012
The Influence of Agile
   “The courage to speak truths,
   pleasant or unpleasant, fosters
   communication and trust.

   “The courage to discard failing
   solutions and seek new ones
   encourages simplicity.

   “The courage to seek real,
   concrete answers creates
   feedback.”

                     —Kent Beck


LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
UX Design




LUXR.CO   Nov 2012
User Experience is...

     A personʼs perceptions and responses that
     result from the use or anticipated use of a
     product, service or system.

              product                                         UI                                 UX




   via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
LUXR.CO    Nov 2012
User Experience is...

     A personʼs perceptions and responses that
     result from the use or anticipated use of a
     product, service or system.

              product                                         UI                                 UX




   via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal
LUXR.CO    Nov 2012
UX brings 10* years
           of experience, methods, and
                       patterns of work.



          *20, 30, 50 years

LUXR.CO    Nov 2012
UX people are EXPERTS at “getting out of the building”




LUXR.CO   Nov 2012
UX == Customer Discovery


                            People, their
                            goals & needs


                            Sketches and
                            prototypes

                            Interactions and
                            flows




LUXR.CO   Nov 2012
Design > UI                           THINK


                                                                                       MAKE
                                                                             CHECK

                                            Users
                                                          1. I need...
                  why
                   what                    Needs          2. I want...
                                                          3. My goal is...
                    how

          Business thinking goes here
                                                          Mary can...
                                                                              BUILD
                                            Uses                                      MEASURE

                                                                             LEARN



                                         Features
     Sketches, wireframes, pixels
                                                                This Week
                                           Prototypes
                                          User Stories
                                        Themed Releases

LUXR.CO      Nov 2012
UX cycles == Lean Startup learning loops


                                                               THINK

                                                                                                                              MAKE


                                                       Reduc
                                                     cycle     e
                                                            time,
                                                         not
                                                     build
                                                           time
                                                                       CHECK

            Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps •
 THINK      Behavior Models • Test Results • Competitive Analysis


            Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code
 MAKE
            Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys
 CHECK

LUXR.CO   Nov 2012
II : Three Lean Team Activies
                     1. Get to Know your Customers
                     2. Act on Customer Needs
                     3. Measure What Matters




LUXR.CO   Nov 2012
Today’s Challenge
                           Hypothesis
          We believe that modern families would benefit
          from having better ways to keep up with tasks,
          and are willing to pay for a better way to
          coordinate tasks with other family members,
          friends and neighbors.


LUXR.CO     Nov 2012
1
                         Get to Know Your
                            Customers
                     (Customer Development Interviews)


                            Types of Research
                                Personas
                             How to Interview
                            Practice Interview


LUXR.CO   Nov 2012
User Research
                               quant              qual
                                                      • Contextual Inquiry
                                                       (Byer & Holzblatt)
                                                      • Mental Models (Indi Young)
           Generative        surveys
                                                 •Interviews

                                             •Starbucks
                               Optimizely•   •Hallway usability
                             Analytics•          •remote
            Evaluative    A/B Testing•
                                              Usability
                     Key Metrics•




LUXR.CO   Nov 2012
User Research
                         quant      qual



           Generative            Interviews



            Evaluative




LUXR.CO   Nov 2012
Customer Interviews

                     * Identify who you want to talk to.
                     * Articulate your hypotheses.
                     * Craft a topic map for the session.
                     * Jot down conversation prompts.
                     * Have the conversation
                     * Debrief!


LUXR.CO   Nov 2012
{Activity}




                     Let’s do it!


LUXR.CO   Nov 2012
{Warm-up Activity}




                     Rapid Sketching
                     Clothespin Man!

LUXR.CO   Nov 2012
Who: Make a Persona




LUXR.CO   Nov 2012
{Activity}



                     Make a persona
                        Portrait



LUXR.CO   Nov 2012
{Activity}



                     Make a persona
                     Demographics



LUXR.CO   Nov 2012
{Activity}



                     Make a persona
                       Behaviors



LUXR.CO   Nov 2012
{Activity}



                     Make a persona
                     Needs & Goals



LUXR.CO   Nov 2012
{Activity}



                     Bring it together

                      Discuss & create
                      a unified persona


LUXR.CO   Nov 2012
{check}



                             3 checks
          * Does this sound like a person who could exist?
           If no, make adjustments.

          * Is this an actual person you know?
           If yes, make adjustments.

          * Is the persona respectful?
           If no, make adjustments or re-do. Contempt is not helpful.



LUXR.CO     Nov 2012
Customer Interviews

                     ! Identify who you want to talk to.
                     ! Articulate your hypotheses.
                     * Craft a topic map for the session.
                     * Jot down conversation prompts.
                     * Have the conversation
                     * Debrief!

LUXR.CO   Nov 2012
{Show & Tell}




                     Topic Map




LUXR.CO   Nov 2012
Topic Map



                          mobile/
                                                      feeling
                          internet
                                                   overwhelmed
                           habits?
                                        keeping
                                      everything
                                       working
                       last time
                     they got help
                         (house
                        cleaner)     personal      commute
                                       time




LUXR.CO   Nov 2012
{Activity}


                            Add a topic
                          mobile/
                          internet
                           habits?
                                         keeping
                                       everything
                                        working
                       last time
                     they got help
                         (house
                        cleaner)      personal      commute
                                        time




LUXR.CO   Nov 2012
Customer Interviews

                     ! Identify who you want to talk to.
                     ! Articulate your hypotheses.
                     ! Craft a topic map for the session.
                     * Jot down conversation prompts.
                     * Have the conversation
                     * Debrief!

LUXR.CO   Nov 2012
Conversation Prompts
          “Have you ever had ________ experience?”

          “Can you tell me the story about that?”

          “And then what happened?”

          “Why [or how] did you do that?”

          “What did you love [or hate] about that?”

          “If you could wave a magic wand, what would
          it be like?”
LUXR.CO   Nov 2012
{Activity}




          Brainstorm a question
                     “Have you ever had
                     __________________________
                     experience?”




LUXR.CO   Nov 2012
Customer Interviews

                     ! Identify who you want to talk to.
                     ! Articulate your hypotheses.
                     ! Craft a topic map for the session.
                     ! Jot down conversation prompts.
                     * Have the conversation
                     * Debrief!

LUXR.CO   Nov 2012
During the Interview

          DO
          • Take notes
          • Smile
          • Ask open-ended questions
          • Get their story
          • Shut up and listen

                                       DONʼT
                                       • Talk about your product
                                       • Ask about future behavior
                                       • Sell
                                       • Ask leading questions
                                       • Talk much


LUXR.CO   Nov 2012
{Activity}




           Practice an interview
                     1 interviewer + 1 interviewee
                              note-takers




LUXR.CO   Nov 2012
After the Interview: Debrief

           DUMP (5min, solo)
           1 idea per sticky
           “What I heard”
           “What I saw”
           “What stood out”

                                 SORT (10min, team)
                                 Collect similar items
                                 Label groups
                                 Stack duplicates
                                 Note trends and exceptions



LUXR.CO   Nov 2012
{homework}




                     Debrief




LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
2
                         Act on
                     Customer Needs
             (Developing product and interface ideas)
                           Sketching
                           6-Up Uses
                           Dot Voting




LUXR.CO   Nov 2012
Remember this?
                                                      Users
                                                                      1. BLAH
                     why
                     what                            Needs            2. BLAH
                                                                      3. BLAH
                      how

           (INSERT BUSINESS THINKING HERE)


                                                                    Mary can...


                                                      Uses

                                                   Features
                              (CREATE SKETCHES,
                           WIREFRAMES & PIXELS)
                                                                          This Week


                                                    User Stories
                                                  Themed Releases

LUXR.CO   Nov 2012
BLAH BLAH BLAH
                                 BLAH BLAH BLAH
                                 BLAH BLAH BLAH
                                 BLAH BLAH BLAH

                     A person      BLAH BLAH



                     and their
                      needs



    Your
  business
   vision
                 why
                                    USES:
                       what
                                   What can
                          how    Mary do with
                                 your product?
LUXR.CO   Nov 2012
6 Uses
                     An illustration that shows “What will they DO with this product?” It
                     intersects user needs with business vision to show the consumer value
                     proposition. This informs what features are most important.




LUXR.CO   Nov 2012
6 Uses




LUXR.CO   Nov 2012
{Activity}




                     Sketch 6-up Uses
                                                  ____ can...
                           with ____ ______, ____




LUXR.CO   Nov 2012
{Activity}




                 Dot-vote top picks
                     3 dots } pick top 2 uses




LUXR.CO   Nov 2012
{Activity}




                     Redraw the top 2
                                                   ____ can...
                            with ____ ______, ____




LUXR.CO   Nov 2012
{Activity}




               Brainstorm features




LUXR.CO   Nov 2012
{Activity}




                     Select 1 feature




LUXR.CO   Nov 2012
{Organize!}




     Post your persona, 2 uses
      and 3-4 features on the
       wall. (off to the side)

LUXR.CO   Nov 2012
What you have now
  Who is our user       What can a user    How will they
  and what are their    do with our        do that?
  needs & goals?        product?

          Persona      6-up uses          Limited features to
                                          support the uses




LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
3
                            Measure
                             What
                            Matters
              (Quantitative and Qualitative Evaluation)
                     Common research questions
                        Metrics & Analytics




LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
Top questions
          Will people use it?
          Why wonʼt people use it?
          Whatʼs wrong with this?
          How could I make this better?
          How can I improve conversion?
          Are we making progress?
          Do people like this?
          Are these results good?
          Why do people do that?
          Did we do the right thing?
          Why is there dropoff?

LUXR.CO    Nov 2012
User Research
                       quantitative    qualitative


            generate      surveys      user interviews
             ideas



                         a/b testing
            evaluate      analytics    usability testing
            product         KPIs




LUXR.CO   Nov 2012
quantitative qualitative
                        a/b testing      usability
                         analytics        testing
                           KPIs


              CLOSED-ENDED QUESTIONS   OPEN-ENDED QUESTIONS




LUXR.CO   Nov 2012
Measuring what?
                       Traffic




                       Conversion
                         Funnel




                       Product
                     (black box)




LUXR.CO   Nov 2012
{Activity}


            Brainstorm measures
               (from features)




LUXR.CO   Nov 2012
{Activity}


                     Divide into 2 piles:
                 less                  more
               important             important




LUXR.CO   Nov 2012
{Activity}




                 As a team, get to 5




LUXR.CO   Nov 2012
{Activity}




                 Check your metrics




LUXR.CO   Nov 2012
Metrics checklist
                                              • “number of...” [ # ]
 1. Does the metric                           • “average number of...” [avg ]
    begin with a number?                      • “percent of...” [ % ]




                                              • “per week” [ ___/wk ]
 2. Is there a time basis?                    • “per month” [ ___/mo]




                                              • “per user” [ ___/user]
 3. Is there an object                        • “per user per week” (fancy!)
    basis?                                    • Examples: per user, per session,
                                                   or by interaction or item
          * not required, but super-helpful
                                                   (messages per file, emails
                                                    per thread)



LUXR.CO      Nov 2012
Metrics checklist
   a good metric...                                 a great metric...
   ...measures the usage of your                    ...makes you look at all the
   product by a person. The usage                   other metrics and say “none of
   should be specific to features that               those other numbers matter if
   deliver value to your user.                      we donʼt get this right first.”




 unhelpful            vanity            good           better          awesome
                                                      % of users        % of users
                                        % of new
                     total number                     who sign in       who share a
                                        users per
     sign-ups        of registered                    3+ times a          task 3+
                                          week
                        users                            day,           times a day,
                                                       per week           per week




LUXR.CO   Nov 2012
{Show & Tell}




                     Metrics Dashboard




LUXR.CO   Nov 2012
Metrics dashboard


     % of users
     who share a
       task 3+
     times a day,
       per week




LUXR.CO   Nov 2012
{Show & Tell}




             Information Radiator




LUXR.CO   Nov 2012
Information Radiator




LUXR.CO   Nov 2012
Advanced topics
  Conversion metrics           Pirate Metrics - AARRR!
  Cohort metrics
  Instrumentation                Acquisition

                                 Activation

                                 Retention
 What should I be measuring?
 (a few search terms)            Referral
  “Vanity Metrics”               Revenue
  “KPI”
  “A/B Tests”
  “Metrics for Pirates”

LUXR.CO   Nov 2012
Tools Landscape
   ANALYTICS                  CONVERSION TESTING   UNMODERATED
   Google Analytics           Unbounce             TESTS WITH VIDEO
   KISS Metrics               Optimizely           Usertesting.com
   Mixpanel                                        TryMyUI
   Flurry                                          Userlytics
   LocalLytics                                     WhatUsersDo
   Stats Mix (just an api)                         Loop11



   HEAT MAPPING               MESSAGE RECALL       MICRO USABILITY
   Crazy Egg                  ClueApp              Navflow
   Click Tale                 FiveSecondTest       Usabilia
                                                   Clicktest
                                                   Verify
                                                   Intuition HQ
                                                   UserZoom



LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
III : Bring it all together
                            Making the story
                        Living the Lean Team life




LUXR.CO   Nov 2012
{Activity}




                     Tell the story




LUXR.CO   Nov 2012
{Activity}


                     Make a narrative
                             We are _______________
                             Meet...




                     M V P             with __________, ________ can...




                             using these features



                             we will measure




LUXR.CO   Nov 2012
A direct through-line
                                                      Users
                                                                      1. BLAH
                     why
                     what                            Needs            2. BLAH
                                                                      3. BLAH
                      how

           (INSERT BUSINESS THINKING HERE)


                                                                    Mary can...


                                                      Uses

                                                   Features
                              (CREATE SKETCHES,
                           WIREFRAMES & PIXELS)
                                                                          This Week


                                                    User Stories
                                                  Themed Releases

LUXR.CO   Nov 2012
Living the Lean Team Life



LUXR.CO   Nov 2012
Patterns of work
      1. Generate independently, discuss as a team
         (3 people ideal)
      2. Dump & Sort
         (one item per Post-It, use Sharpie)
      3. Sketch
         (especially of people)
      4. Work at the wall
      5. Timebox!
         (speed kills the censor and keeps you moving)
      6. 2x2 organizing framework
         (help decision-making when lots of items)
      7. Quick decision-making techniques
         (dot-vote, roman vote, stack rank)
LUXR.CO   Nov 2012
LUXR.CO   Nov 2012
Go be awesome.




LUXR.CO   Nov 2012
About LUXr
LUXr provides practical, hands-on tools for entrepreneurs
around the world. LUXr helps startups deliver products that
customers want, need and love to buy.



Bento                         Core
Boxes                       Curriculum Residency Workshops
Practical,                    Learning                    8 weeks to    Core concepts
hands-on                      products for                awesome for   and hands-on
learning for                  accelerators &              early-stage   activities for
entrepreneurs                 education                   teams.        everyone.
worldwide.                    programs.


LUXr • 3435 Cesar Chavez
San Francisco, CA • 94110
info@luxr.co • http://luxr.co • twitter: @luxrco

Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ]
Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ]
Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ]

LUXR.CO     Nov 2012

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LUXr 1-day workshop, Wed November 07, 2012 [San Francisco]

  • 1. Crushing the Boulder User Experience for Lean Startups 1-day workshop WED, NOV 7, 2012
  • 2. Ask yourself: What 3 assumptions about your customers do you have that, if you are wrong, your business will fail. Write down 3. LUXR.CO Nov 2012
  • 3. Who’s in the room? • Name • Company • Context (startup, enterprise, consultancy) • Role (biz/product, developer, design) • 1 of your assumptions • 1 weirdness / awesomeness LUXR.CO Nov 2012
  • 4. LUXR.CO Nov 2012
  • 5. Bento Core Boxes Curriculum Residency Workshops Practical, Learning 8 weeks to Core concepts hands-on products for awesome for and hands-on learning for accelerators & early-stage activities for entrepreneurs education teams. everyone. worldwide. programs. LUXR.CO Nov 2012
  • 6. TWEET! Tristan Kromer www.luxr.co @LuxrCo @CleverGirl @KateRutter @JeanaAlayaay @TriKro LUXR.CO Nov 2012
  • 7. This is not... A class on how to (how do you know itʼs awesome?) produce an awesome UI A session on making (how do you know these arenʼt production wireframes or a waste of valuable time?) photoshop comps A “perfect approach” or (100s of entrepreneurs have used these techniques to define a rigid point of view on their own unique Great UX.) Great UX. LUXR.CO Nov 2012
  • 8. This is not... dogma LUXR.CO Nov 2012
  • 9. LUXR.CO Nov 2012
  • 10. LUXR.CO Nov 2012
  • 11. LUXR.CO Nov 2012
  • 12. LUXR.CO Nov 2012
  • 13. Disclaimer I am not an expert in your business. Only you can be the expert in your business. My job is: • to ask the unasked questions; • to challenge assumptions; • and give you tools to succeed. LUXR.CO Nov 2012
  • 14. Today we’ll cover... I. Lean + UX Fundamentals II. Three Lean UX experiments: 1. Get to Know your Customer 2. Act on Customer Needs 3. Measure What Matters III. Bring it all together LUXR.CO Nov 2012
  • 15. What is this stuff?!?! I : Lean UX Fundamentals What is Lean Startup? What is UX? What is UX for Lean Startups? LUXR.CO Nov 2012
  • 17. Lean Startup is NOT Cheap Startup Fast Startup Shortcut Startup LUXR.CO Nov 2012
  • 18. Lean Startup is NOT Low-Ambition LUXR.CO Nov 2012
  • 19. Lean Startup is NOT Anti-Vision LUXR.CO Nov 2012
  • 20. Get out of the building! LUXR.CO Nov 2012
  • 21. Don’t go to market,! maximize learning" Steve Blank introduced Don’t go to market,! “Customer Development” maximize learning" in ~2006. The big idea... Learn" Execute" P/MF" LUXR.CO Nov 2012 Learn" Execute"
  • 22. Build, Measure. Learn. LUXR.CO Nov 2012
  • 23. Eric Ries wrote a blog post on Sept 8, 2008 titled “The Lean Startup.” The big idea... + + make products reduce incremental customers want releases waste LUXR.CO Nov 2012
  • 24. Lean Startup advocates... • Experiments •!Validated learning LUXR.CO Nov 2012
  • 25. The Influence of Agile “The courage to speak truths, pleasant or unpleasant, fosters communication and trust. “The courage to discard failing solutions and seek new ones encourages simplicity. “The courage to seek real, concrete answers creates feedback.” —Kent Beck LUXR.CO Nov 2012
  • 26. LUXR.CO Nov 2012
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  • 29. LUXR.CO Nov 2012
  • 30. UX Design LUXR.CO Nov 2012
  • 31. User Experience is... A personʼs perceptions and responses that result from the use or anticipated use of a product, service or system. product UI UX via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal LUXR.CO Nov 2012
  • 32. User Experience is... A personʼs perceptions and responses that result from the use or anticipated use of a product, service or system. product UI UX via Ed Lea: http://design.org/blog/difference-between-ux-and-ui-subtleties-explained-cereal LUXR.CO Nov 2012
  • 33. UX brings 10* years of experience, methods, and patterns of work. *20, 30, 50 years LUXR.CO Nov 2012
  • 34. UX people are EXPERTS at “getting out of the building” LUXR.CO Nov 2012
  • 35. UX == Customer Discovery People, their goals & needs Sketches and prototypes Interactions and flows LUXR.CO Nov 2012
  • 36. Design > UI THINK MAKE CHECK Users 1. I need... why what Needs 2. I want... 3. My goal is... how Business thinking goes here Mary can... BUILD Uses MEASURE LEARN Features Sketches, wireframes, pixels This Week Prototypes User Stories Themed Releases LUXR.CO Nov 2012
  • 37. UX cycles == Lean Startup learning loops THINK MAKE Reduc cycle e time, not build time CHECK Generative Research • Ideation • Mental models • Participatory Design • Contextual Inquiry • Concept Maps • THINK Behavior Models • Test Results • Competitive Analysis Personas • Sketches • Prototypes • Wireframes • Value Prop • Landing View • Hypotheses • Comps • Deployed Code MAKE Evaluative Research • A/B Testing • Site Analytics • Usability Testing • Funnel Analysis • Interruptive Surveys CHECK LUXR.CO Nov 2012
  • 38. II : Three Lean Team Activies 1. Get to Know your Customers 2. Act on Customer Needs 3. Measure What Matters LUXR.CO Nov 2012
  • 39. Today’s Challenge Hypothesis We believe that modern families would benefit from having better ways to keep up with tasks, and are willing to pay for a better way to coordinate tasks with other family members, friends and neighbors. LUXR.CO Nov 2012
  • 40. 1 Get to Know Your Customers (Customer Development Interviews) Types of Research Personas How to Interview Practice Interview LUXR.CO Nov 2012
  • 41. User Research quant qual • Contextual Inquiry (Byer & Holzblatt) • Mental Models (Indi Young) Generative surveys •Interviews •Starbucks Optimizely• •Hallway usability Analytics• •remote Evaluative A/B Testing• Usability Key Metrics• LUXR.CO Nov 2012
  • 42. User Research quant qual Generative Interviews Evaluative LUXR.CO Nov 2012
  • 43. Customer Interviews * Identify who you want to talk to. * Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief! LUXR.CO Nov 2012
  • 44. {Activity} Let’s do it! LUXR.CO Nov 2012
  • 45. {Warm-up Activity} Rapid Sketching Clothespin Man! LUXR.CO Nov 2012
  • 46. Who: Make a Persona LUXR.CO Nov 2012
  • 47. {Activity} Make a persona Portrait LUXR.CO Nov 2012
  • 48. {Activity} Make a persona Demographics LUXR.CO Nov 2012
  • 49. {Activity} Make a persona Behaviors LUXR.CO Nov 2012
  • 50. {Activity} Make a persona Needs & Goals LUXR.CO Nov 2012
  • 51. {Activity} Bring it together Discuss & create a unified persona LUXR.CO Nov 2012
  • 52. {check} 3 checks * Does this sound like a person who could exist? If no, make adjustments. * Is this an actual person you know? If yes, make adjustments. * Is the persona respectful? If no, make adjustments or re-do. Contempt is not helpful. LUXR.CO Nov 2012
  • 53. Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. * Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief! LUXR.CO Nov 2012
  • 54. {Show & Tell} Topic Map LUXR.CO Nov 2012
  • 55. Topic Map mobile/ feeling internet overwhelmed habits? keeping everything working last time they got help (house cleaner) personal commute time LUXR.CO Nov 2012
  • 56. {Activity} Add a topic mobile/ internet habits? keeping everything working last time they got help (house cleaner) personal commute time LUXR.CO Nov 2012
  • 57. Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. ! Craft a topic map for the session. * Jot down conversation prompts. * Have the conversation * Debrief! LUXR.CO Nov 2012
  • 58. Conversation Prompts “Have you ever had ________ experience?” “Can you tell me the story about that?” “And then what happened?” “Why [or how] did you do that?” “What did you love [or hate] about that?” “If you could wave a magic wand, what would it be like?” LUXR.CO Nov 2012
  • 59. {Activity} Brainstorm a question “Have you ever had __________________________ experience?” LUXR.CO Nov 2012
  • 60. Customer Interviews ! Identify who you want to talk to. ! Articulate your hypotheses. ! Craft a topic map for the session. ! Jot down conversation prompts. * Have the conversation * Debrief! LUXR.CO Nov 2012
  • 61. During the Interview DO • Take notes • Smile • Ask open-ended questions • Get their story • Shut up and listen DONʼT • Talk about your product • Ask about future behavior • Sell • Ask leading questions • Talk much LUXR.CO Nov 2012
  • 62. {Activity} Practice an interview 1 interviewer + 1 interviewee note-takers LUXR.CO Nov 2012
  • 63. After the Interview: Debrief DUMP (5min, solo) 1 idea per sticky “What I heard” “What I saw” “What stood out” SORT (10min, team) Collect similar items Label groups Stack duplicates Note trends and exceptions LUXR.CO Nov 2012
  • 64. {homework} Debrief LUXR.CO Nov 2012
  • 65. LUXR.CO Nov 2012
  • 66. 2 Act on Customer Needs (Developing product and interface ideas) Sketching 6-Up Uses Dot Voting LUXR.CO Nov 2012
  • 67. Remember this? Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Mary can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO Nov 2012
  • 68. BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH BLAH A person BLAH BLAH and their needs Your business vision why USES: what What can how Mary do with your product? LUXR.CO Nov 2012
  • 69. 6 Uses An illustration that shows “What will they DO with this product?” It intersects user needs with business vision to show the consumer value proposition. This informs what features are most important. LUXR.CO Nov 2012
  • 70. 6 Uses LUXR.CO Nov 2012
  • 71. {Activity} Sketch 6-up Uses ____ can... with ____ ______, ____ LUXR.CO Nov 2012
  • 72. {Activity} Dot-vote top picks 3 dots } pick top 2 uses LUXR.CO Nov 2012
  • 73. {Activity} Redraw the top 2 ____ can... with ____ ______, ____ LUXR.CO Nov 2012
  • 74. {Activity} Brainstorm features LUXR.CO Nov 2012
  • 75. {Activity} Select 1 feature LUXR.CO Nov 2012
  • 76. {Organize!} Post your persona, 2 uses and 3-4 features on the wall. (off to the side) LUXR.CO Nov 2012
  • 77. What you have now Who is our user What can a user How will they and what are their do with our do that? needs & goals? product? Persona 6-up uses Limited features to support the uses LUXR.CO Nov 2012
  • 78. LUXR.CO Nov 2012
  • 79. 3 Measure What Matters (Quantitative and Qualitative Evaluation) Common research questions Metrics & Analytics LUXR.CO Nov 2012
  • 80. LUXR.CO Nov 2012
  • 81. Top questions Will people use it? Why wonʼt people use it? Whatʼs wrong with this? How could I make this better? How can I improve conversion? Are we making progress? Do people like this? Are these results good? Why do people do that? Did we do the right thing? Why is there dropoff? LUXR.CO Nov 2012
  • 82. User Research quantitative qualitative generate surveys user interviews ideas a/b testing evaluate analytics usability testing product KPIs LUXR.CO Nov 2012
  • 83. quantitative qualitative a/b testing usability analytics testing KPIs CLOSED-ENDED QUESTIONS OPEN-ENDED QUESTIONS LUXR.CO Nov 2012
  • 84. Measuring what? Traffic Conversion Funnel Product (black box) LUXR.CO Nov 2012
  • 85. {Activity} Brainstorm measures (from features) LUXR.CO Nov 2012
  • 86. {Activity} Divide into 2 piles: less more important important LUXR.CO Nov 2012
  • 87. {Activity} As a team, get to 5 LUXR.CO Nov 2012
  • 88. {Activity} Check your metrics LUXR.CO Nov 2012
  • 89. Metrics checklist • “number of...” [ # ] 1. Does the metric • “average number of...” [avg ] begin with a number? • “percent of...” [ % ] • “per week” [ ___/wk ] 2. Is there a time basis? • “per month” [ ___/mo] • “per user” [ ___/user] 3. Is there an object • “per user per week” (fancy!) basis? • Examples: per user, per session, or by interaction or item * not required, but super-helpful (messages per file, emails per thread) LUXR.CO Nov 2012
  • 90. Metrics checklist a good metric... a great metric... ...measures the usage of your ...makes you look at all the product by a person. The usage other metrics and say “none of should be specific to features that those other numbers matter if deliver value to your user. we donʼt get this right first.” unhelpful vanity good better awesome % of users % of users % of new total number who sign in who share a users per sign-ups of registered 3+ times a task 3+ week users day, times a day, per week per week LUXR.CO Nov 2012
  • 91. {Show & Tell} Metrics Dashboard LUXR.CO Nov 2012
  • 92. Metrics dashboard % of users who share a task 3+ times a day, per week LUXR.CO Nov 2012
  • 93. {Show & Tell} Information Radiator LUXR.CO Nov 2012
  • 95. Advanced topics Conversion metrics Pirate Metrics - AARRR! Cohort metrics Instrumentation Acquisition Activation Retention What should I be measuring? (a few search terms) Referral “Vanity Metrics” Revenue “KPI” “A/B Tests” “Metrics for Pirates” LUXR.CO Nov 2012
  • 96. Tools Landscape ANALYTICS CONVERSION TESTING UNMODERATED Google Analytics Unbounce TESTS WITH VIDEO KISS Metrics Optimizely Usertesting.com Mixpanel TryMyUI Flurry Userlytics LocalLytics WhatUsersDo Stats Mix (just an api) Loop11 HEAT MAPPING MESSAGE RECALL MICRO USABILITY Crazy Egg ClueApp Navflow Click Tale FiveSecondTest Usabilia Clicktest Verify Intuition HQ UserZoom LUXR.CO Nov 2012
  • 97. LUXR.CO Nov 2012
  • 98. III : Bring it all together Making the story Living the Lean Team life LUXR.CO Nov 2012
  • 99. {Activity} Tell the story LUXR.CO Nov 2012
  • 100. {Activity} Make a narrative We are _______________ Meet... M V P with __________, ________ can... using these features we will measure LUXR.CO Nov 2012
  • 101. A direct through-line Users 1. BLAH why what Needs 2. BLAH 3. BLAH how (INSERT BUSINESS THINKING HERE) Mary can... Uses Features (CREATE SKETCHES, WIREFRAMES & PIXELS) This Week User Stories Themed Releases LUXR.CO Nov 2012
  • 102. Living the Lean Team Life LUXR.CO Nov 2012
  • 103. Patterns of work 1. Generate independently, discuss as a team (3 people ideal) 2. Dump & Sort (one item per Post-It, use Sharpie) 3. Sketch (especially of people) 4. Work at the wall 5. Timebox! (speed kills the censor and keeps you moving) 6. 2x2 organizing framework (help decision-making when lots of items) 7. Quick decision-making techniques (dot-vote, roman vote, stack rank) LUXR.CO Nov 2012
  • 104. LUXR.CO Nov 2012
  • 106. About LUXr LUXr provides practical, hands-on tools for entrepreneurs around the world. LUXr helps startups deliver products that customers want, need and love to buy. Bento Core Boxes Curriculum Residency Workshops Practical, Learning 8 weeks to Core concepts hands-on products for awesome for and hands-on learning for accelerators & early-stage activities for entrepreneurs education teams. everyone. worldwide. programs. LUXr • 3435 Cesar Chavez San Francisco, CA • 94110 info@luxr.co • http://luxr.co • twitter: @luxrco Janice Fraser, Founder & CEO [janice@luxr.co • @clevergirl ] Jason Fraser, Co-Founder & Operations Lead [jason@luxr.co ] Kate Rutter, Co-Founder & Designer [kate@luxr.co • @katerutter ] LUXR.CO Nov 2012